In an ideal world, simply scheduling posts on Facebook will get you all the business that you need. Unfortunately, like everything else in life, you have to give it your all to succeed. In order to do business with someone you first have to earn it, that’s where brand awareness comes in. You have to make sure that your campaign is reaching the right audiences, especially in such a heavily competitive market that is the international education industry.

Use Facebook’s powerful targeting tools

Facebook has very efficient tools that are ideal for your business, not only can it analyze data of who is seeing your posts and who is engaging with them most, but it can also help you target your audience. Facebook has an enormous amount of users, so that means a huge reach, however with so much competition out there it also means that only 2% of your followers can see your organic posts. Sounds disheartening; if only there were a tool that can help make sure your posts reach a wider range of your target audience and increase brand awareness.

Paid and Organic Facebook Posts are a winning combo

Facebook ads are a marvelous tool that can be very specific when it comes to the goals you have set; one such option is the Brand Awareness Campaign. The optimization within this campaign combines reach and attention to ensure your ads are delivered to the people most likely to respond - and to have higher ad recall. You can find all this in the Ads Manager

Video and Slideshow Ad Formats

Facebook gives you a range of ad options you can go for, but when running these campaigns you’ll want to go for the more enticing and attractive options. Video ads are a very powerful tool and since videos start playing as soon as they appear on the feed they can engage your audience immediately. Slideshows are also a great way to capture your audience's attention, the motion attracts the eye and gives you the power of video without the additional costs and time consumption.

Measure your Campaign Data

Like any other marketing campaign, you need to analyze the data to see what works for you. Facebook provides two very specific metrics; Estimated Ad Recall Lift that gives you an estimate of how many people are likely to remember your ad after having seen it and Brand Performance Metrics, that analyzes reach, video views and cost per videos giving you a more in depth analysis on brand awareness than clicks and page likes ever could.

The Study Abroad sector is an ever changing industry and keeping up with all the trends may seem difficult, but with tools as specific as these, Facebook makes sure that you reach the right audience to help spread brand awareness. Still feel out of your depth? Facebook also provides you with a guide on how to increase brand awareness or contact us so we can take care of your marketing!